Google Holiday 100 2026: Gift Search Trends for Marketers
Google Holiday 100 2026 lists this year's fastest rising gift searches. The key trends and how ecommerce marketers can use them in holiday campaigns now.
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Google Holiday 100 2026 is out. Google published its annual gift guide on November 9, 2026 in a post titled Holiday 100: Your guide to this year’s top trending gifts, with the full list on Google Shopping.
The list highlights products and search terms that saw a significant surge in Google Search interest over the past year. For shoppers it is a gift guide. For ecommerce and retail marketers, it is a free look at what demand is rising right before the busiest weeks of the year.
Below are the trends reported so far, what they say about holiday demand, and how to put them to work in your campaigns this week.
What is in Google Holiday 100 2026
Social Media Today reports that the guide has lists for several product categories. Each category overview includes search trend data and product highlights that link to an AI Mode overview, so shoppers can move straight from a trend to a conversational search.
TODAY groups the trends into beauty, tech, home, fashion and kids. Both outlets cite Google’s own search growth figures.
The biggest rising gift searches
Here are the trends with percentages, as reported by the two outlets.
| Search trend | Reported rise | Reported by |
|---|---|---|
| Striped sweaters | Up 600% | TODAY |
| Wide-leg jeans | Up 600% | TODAY |
| Lymphatic sculpting face brush | Up 400% | Social Media Today |
| Festive candles | Up 335% | TODAY |
| Kitten heel sandals | Up 295% | Social Media Today |
| Summer Fridays products | Up 265% | TODAY |
| Classic toy train set | Up 240% | Social Media Today |
| Adjustable roller skates | Up 180% | Social Media Today |
| Podcast microphone | Up 115% | Social Media Today |
Some trends came without a percentage. Social Media Today says perfume is now the top gift set type searched, a utility jacket is “searched more than ever,” and a ski mug is “a breakout search.” TODAY notes that skin tints with SPF nearly doubled and Rothy’s bags doubled.
What the trends say about holiday demand
A few patterns stand out. Fashion and beauty dominate the biggest jumps, with sweaters, jeans, sandals and face tools all well above 250%. Nostalgia shows up too, with a classic toy train set up 240% and roller skates up 180%.
There is also a creator angle. A podcast microphone rising 115% suggests gifts for people who make content are a real category, not a niche.
Our view: the exact items matter less than the type of query. Many of these are descriptive, product attribute searches such as “kitten heel sandals” or “adjustable roller skates.” That is the language your product titles, ads and landing pages should mirror.
Why Google Holiday 100 2026 matters for ecommerce marketers
Google links each category to an AI Mode overview. That means a shopper who starts from the Holiday 100 can end up in a conversational search, where clear product data and descriptive titles help your products get picked up.
The timing also matters. The guide is out in early November, giving retailers a few weeks to adjust feeds, creative and email plans before peak gifting days. If you are already working on holiday creative, our post on Google Ads Creative Drop 2 covers the new holiday assets Google released this month.
What to do now: use the trends in your campaigns
These are Brandella’s recommendations, not Google guidance.
- Match trends to your catalog. Go through the list and note every trend you can genuinely serve. Do not chase categories you do not sell.
- Rewrite product titles with trend words. If you sell wide-leg jeans or striped sweaters, make sure those exact words appear in product titles and descriptions in Merchant Center. After the recent Merchant Center outage, also confirm your feed is processing cleanly.
- Build trend based ad groups. Create small, tightly themed Search or Shopping groups around your matching trends, with ad copy that uses the same terms.
- Make a gift guide page. Publish your own curated gift page that groups matching products by recipient, and link to it from your home page during the season.
- Send a trend led email. Use a “most searched gifts this year” angle in your next send. Our email marketing strategy guide covers timing and segmentation.
- Plan the content calendar backwards. Map posts, emails and promotions to the weeks before your key gifting dates using a simple content calendar.
Keep checking your own data
The Holiday 100 shows national search interest, not your customers specifically. Use it as a starting list, then confirm with your own Search Console queries, site search and sales data.
If a trend from the list is already rising in your own reports, move budget and creative there first. If it is not, test it with a small campaign before committing more.
One more tip: save this year’s list. Comparing it with next year’s Holiday 100 shows which trends lasted and which faded, which is useful when you plan stock, creative and budgets for the following season.
